6.18 Strategy 8: Operational Marketing – How to Make Process Work For Your Brand

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Strategy 8: Operational Marketing - How to Make Process Work For Your Brand

Too many contractors focus on external lead generation and media planning as the primary means of success in marketing, or as a silver bullet to solving profitability problems. The key is there are 3 areas, and this area we are discussing is operational business processes, and how they effect and affect a customer relationship – both the good and the bad. We discuss the need and process of identifying operating practices that are consumer unfriendly and how to generate a marketing plan that includes all aspects of the brand experience.

Operational Marketing - Leveraging Process to Support Brand Experience

Not all operating processes are created equal. In fact, many are remnants of times gone by; they sit in a company as a policy or procedure to the detriment of the company and its brand experience. Customer service is a universal cultural principle, not just an idea for a technician. Great experiences are thought out and have all the touch points of a client in mind before a client interacts with us as a company. "Operational marketing" is a key aspect of your brand, so utilize this video to define areas in your company in which you may want to effect change to improve the customer brand experience.

Run Time: 27:19